Russian Architectural Museum - Smart Advertising

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The Schusev State Museum of Architecture in Moscow recently launched a new advertising campaign to fully illustrate the beauty of both architecture and history. With the line “Discover the Full Story,” Created by Saatchi & Saatchi Russia, shows historic Russian buildings Moscow’s iconic Saint Basil’s Cathedral, the Moscow State University building and Bolshoi Theatre, each extending deep into the ground.

Their imaginary lower structures become even more fantastic than the real building above, thus conveying that the hidden history behind each landmark is far more than what we see. The creators of the fascinating and beautiful final images have generously shared their initial sketches and working imagery for us to admire and study. What’s truly amazing is not just the concept itself but the amount of detail that the artists put into their designs.